According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an entrepreneurial branding model to knowledge-based firms. This is a qualitative research with the grounded theory approach. In this research, 20 experts of marketing, branding fields and managing directors of knowledge-based firms were studied through semi structured interviews by using purposive sampling method. Interviews were continued up to reach theoretical saturation point and after analyzing extracted codes in triple coding stages, 165 primary conceptual propositions were identified from open coding, 5 categorical propositions from axial coding and 23 main factors from selective coding and then the final model were extracted. In paradigm model of grounded theory, the pivotal phenomenon of the research has been considered the entrepreneurial branding process in the knowledge-based firms of the state and the casual, demographic and intervening conditions of this phenomenon were identified after fulfilling research stages. It was also offered the results and consequences of branding in these types of institutes in the model. پرونده مقاله

هدف این پژوهش، کشف و معرفی الگوی بومی و رویکرد خاص بازارگرایی برای شرکت‌های دانش بنیان ایران در طی یک پژوهش کیفی و آزمون فرضیه‌ها و برازش مدل با انجام یک پژوهش کمی است.پژوهش حاضر از نوع روش تحقیق ترکیبی و مشتمل بر دو رهیافت کیفی و کمی است. در بخش کیفی پژوهش ضمن مطالعة اسناد و مدارک، مرور ادبیات نظری، انجام مطالعات کتابخانه‌ای و مصاحبه با خبرگان و صاحبان شرکت‌های دانش بنیان ایران از قابلیت های نرم افزار MAXQDA 2020 برای کدبندی مصاحبه‌ها استفاده شده و سپس با بهره‌گیری از روش نظریة زمنیه‌ای، مدل خاص بازارگرایی برای این گونه شرکت‌ها طراحی و ارائه شده است. در بخش کمی نیز از قابلیت‌ نرم افزارهای SPSS برای تحلیل آمار توصیفی داده ها و SmartPLS3 برای تحلیل آمار استنباطی داده‌ها، انجام آزمون فرضیه‌های پژوهش، تعیین اعتبار و میزان برازش مدل مفهومی بهره گرفته شده است. کدهای اساسی، نظری و هسته‌ای این مصاحبه‌ها، در فرایند کدگذاری باز، محوری و گزینشی استخراج شده اند. از آنجا که تمامی مطالعات پژوهشی مبتنی بر یک چارچوب نظری، مدل مفهومی یا نقشة ذهنی است که متغیرهای تحقیق و روابط علی محتمل میان آنها را تبیین می کند، پژوهش حاضر با بهره‌ بردن از یک لنز نظری پراگماتیستی و رویکرد کثرت‌گرایی نشان می دهد که میان سازة بازارگرایی و سازه‌های آشفتگی بازار، آشفتگی تکنولوژیکی و شدت رقابت بعنوان پیشایندهای بازارگرایی و نیز با عملکرد کسب و کار بمثابة پسایند بازارگرایی پیوند همکنشی مثبت و معنی‌دار وجود دارد. پرونده مقاله

The present study aimed to provide an optimal model of affective attitude in customers' purchasing decisions in industrial markets. In the present study, the researcher used a mixed approach. For this purpose, in the first study, to identify the components of affective attitude in customer purchasing decisions in industrial markets, grounded approach was used. In the second study, the model was tested using a quantitative method. The data collection tools in the first study included protocol and in-depth interviews with fifteen sales managers and CEOs of producers and university professors. In the next step, the required data were distributed among 320 customers and the results were analyzed in AMOS software. The present study was conducted by performing fifteen interviews to reach theoretical saturation and finally 100 open codes were extracted. Based on the theoretical literature, axial and selective coding was done and the results were presented in the form of six main dimensions and twenty-eight sub-dimensions. The present study model included main dimensions including satisfaction with industrial brand, decision making process, satisfaction with industrial marketing channel, strengthening relationship marketing, heuristics and price and twenty-eight sub-dimensions. The results show that the researcher’s paradigm model has a good fit for generalizing its results to a larger population. پرونده مقاله